Oracle Fox meets Country Road

An alliance between a digital visionary and an iconic retailer results in pure alchemy.

Amanda Shadforth, the creative force behind Oracle Fox, is keenly aware of shrinking attention spans. “You have four seconds to captivate someone with moving footage,” she says, explaining why she included a series of gifs as part of her new campaign for Country Road.

When the retailer sought to tell the story of CR. Capsule, a limited edition collection with a younger, edgier sensibility, they turned to a sly fox — an Oracle Fox. “We wanted fresh eyes and a slightly different perspective, and Amanda is so talented,” says Country Road’s design manager Jane Wilkinson. “It’s Country Road but not as you know it.”

To bring the clothes to life, Shadforth tapped ‘it-girl’ Roberta Pecoraro. The doe-eyed, curly-haired beauty is a rising star on the modelling scene. “We met briefly at Fashion Week earlier this year and I was intrigued by her,” says Shadforth. “She’s humble but there is a confidence in her that truly radiates.”

The shoot unfolded on the rooftop of a commercial building in Brisbane. “I love the Brisbane skyline because it’s not instantly recognisable,” says Shadforth, who’s based on the Sunshine Coast. “And there’s a sense of freedom that comes with the location," which they've hinted at with windswept locks and fluttering fabrics.

This is the first in a series of many CR. Capsule collections to come says Wilkinson. They'll be produced in limited qualities and made available at select Country Road stores. The next collection will appear in November, just in time for the festive season.

As for Shadforth, whose vision is in high demand among local and global fashion brands, the collaboration was a perfect fit. “I need to have a passion for the subject I’m working with, and I was impressed with the architectural construction of CR. Capsule. It was an honour.”

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